The Newsy Neighbour
October Issue 108
by The Newsy Neighbour Magazine
You can offer the best product or service on the market, but if no one knows who you are, it will do you little good. When exploited correctly, social media has the capacity to help you gain subscribers, sell your products, promote your services, engage readers and more. The most effective way to improve your capacity to do any of these things is by increasing the authority of your brand, and one
of the best ways to accomplish this is through exploiting the reach and connectivity of social media.
According to a recent report by Econsultancy, more than 71 percent of brands have plans to invest more heavily in developing social media marketing campaigns. While there are multitudinous ways to engage the opportunity to market your brand on social media, there are some essentials that must be effectively engaged in order to see the best results.
Choose Networks that Support Your Brand Image.
An article published by Convince and Convert reveals that 22 percent of Americans use one or more social media platforms, multiple times throughout the day -- making it one of the most effective mediums through which to establish and build your brand. While Facebook, Twitter and Instagram are some of the more well-known social media platforms, there are literally hundreds of others. The problem is that most of these lesser known platforms are not worth investing your time and energy.
The top social media platforms have some unique elements that separate them from the others. When considering which platforms will work best in building your brand, you should consider these unique elements.
• Facebook is the social media leader in building brand awareness, primarily due to the fact that nearly 75 percent of all Americans use the platform with some regularity. Facebook provides the capacity to promote almost any brand, because of its heterogeneous user base.
• Instagram is a powerful influence for brands that are heavily focused on images, such as clothing companies and retailers. It has also proven to be very effective in reaching the young adult market, African-Americans and Hispanics.
• While Google+ has fallen short of its initial projections, it still remains one of the best ways to reach men in the technology field. With 66 percent of the network's users being male, male-centered marketing should fare well on this platform.
• LinkedIn is a great platform if you are looking to launch a business-to-business model.
Provide Relevant Content that is Shareable
Without quality content that your target audience will find useful, you are just spinning your wheels. Because the reputation of your brand is so important, the creation of quality content that is valuable and shareable has to be a primary goal. One common mistake that you do not want to make is to
crank out useless content, solely for the purpose of meeting some publishing calendar.
Every piece of content that you share on social media should support your brand image and your brand message -- consistency is paramount. Avoid click bait strategies that are solely meant to get your followers to follow links. You want every point of engagement with your followers to be informative, helpful and valuable. One of the quickest ways to lose the trust and respect of your follows is with poor, irrelevant content. You should seriously consider enhancing your textual content
with relevant imagery. Take the time to study others in your industry in order to determine what has been working for them, and then create your own better versions of what they have been successful with.
Don't recreate the wheel, attempting to launch content on topics that have not been proven. Find a topic that is producing results, and then create a stronger piece on the same topic.
Leverage Influencers
While publishing relevant content is important, if you have a brand that has not developed its own strength, it is possible that your message is getting lost in all of the noise. You will eventually
be able to build your own audience, but in the meantime, you will need to effectively leverage audiences that existing influencers in your industry have already built.
Some ways that you can leverage existing audiences, is by mentioning the names of the influencer while posting your content. Many influencers will have content alerts that notify them when their names are mentioned in the content of others. Make sure to tag any influencers that you have mentioned in your posts. Take the time to email influencers to let them know that you have referenced them in your content. The ultimate goal of all of the aforementioned actions is to the get the influencers to share your content with their followers.
Use Social Campaigns to Promote Your Content
It is important to understand that the organic reach of the internet and social media is diminishing, making the use of paid campaigns -- especially ones that are launched through native platforms -- the best options when attempting to build your brand on social media.
Making a consistent effort to share relevant and consistent content that your audience finds useful while leveraging the power of existing influencers, will help you experience the growth in your brand awareness that you are looking for.
~ The Newsy Neighbour
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